The key points
- One offer, one audience and one action per page.
- A headline that continues the message the visitor clicked.
- Only proof you have permission and evidence to publish.
- A short form, and tracking that counts server-confirmed enquiries.
What does the top of the page need to do?
The first screen must tell a visitor that they are in the right place. The headline should repeat the promise from the advert or message that sent them, and the line beneath should say who the offer is for and what happens next. If someone has to scroll to find out what you are offering, many will not, and that mismatch is a common reason ads get clicks but no leads.
Place the main action where it can be reached without hunting, on a phone as well as a desktop. Repeat it once further down for readers who needed the explanation first.
What belongs in the body of the page?
Work backwards from the decision. What is included? Who is it for, and who is it not for? What does it cost to start, or how is that worked out? What happens after the form is submitted? Answer those in short sections, in the order a sceptical reader would ask them. Testing that order against real enquiries is the core of conversion rate optimization.
Proof should be real. Testimonials, logos and results belong on the page only when you have permission and evidence for them. A new business without a track record is better served by a plain explanation of the service, who is responsible and how an engagement works than by borrowed credibility or invented numbers.
- What is included and what is not
- Who the offer suits
- How the process works from enquiry to delivery
- Proof you can verify, if you have any
How should the form and tracking work?
Ask only for what you need to reply. Every extra field loses some people (we cut one admission enquiry form to under thirty seconds by doing exactly this), and information you need later can be collected in the follow-up. Say what happens after submission, including how quickly you reply; automated lead follow-up makes that promise easy to keep.
Measure the enquiry, not the click, using key events in GA4. A button press shows that someone tried to continue; a server-confirmed submission shows that a message reached you. Agree the events and campaign tagging before launch and check both the success and the failure paths.
Landing page review checklist
- Does the headline match the promise in the advert or message?
- Is the one action visible without scrolling on a phone?
- Is every claim and piece of proof something you can verify?
- Does the form ask only for what you need to reply?
- Is a confirmed submission, not a click, what gets counted?
Sources
Rules and guidance this answer relies on. Policies change, so check the current version before acting on it.